In the world of luxury watches, Longines has always been synonymous with timeless elegance and exquisite craftsmanship. With the launch of the brand’s new Mini DolceVita collection, the legacy of creating timepieces that exude sophistication and grace continues. At a star-studded event held in New York City’s Gotham Hall, Longines Ambassador of Elegance Jennifer Lawrence led the charge for embracing the Italian sweet life.
Lawrence mirrors the Longines vibe – she’s classic, yet contemporary; elegant, yet spirited. Speaking at the launch event, Lawrence, who became an official ambassador for the watchmaker in 2022, said she felt it was a match made in heaven.
“I’m thrilled to present the Mini DolceVita piece tonight alongside the Longines team,” she told the crowd.
Lawrence also stars in the Mini DolceVita campaign hero film which sees her flitting through New York looking effortlessly chic in a white t-shirt, navy button-down worn open underneath a khaki trench coat, a jumper slung over her shoulders, and slouchy navy pants. Of course, this elegant combo is paired with her Longines Mini DolceVita, which takes her from day to night in the campaign when it pairs equally well with her red carpet gown later in the film.
The New York launch event was also attended by South Korean superstar and fellow Longines Ambassador of Elegance, Suzy, with Longines CEO Mattias Breschan saying the collection celebrates women like Lawrence and Suzy.
“The Mini DolceVita is a powerful expression of quiet luxury and contemporary elegance,” Breschan said at the event.
“These stunning jewel watches are not only built on a rich heritage, they are also contemporary models for dynamic, spirited women, such as our guests of honour tonight.”
The event and the campaign, focus on the iconic Longines slogan, “Elegance is an attitude”. Who better to bring this to life than Lawrence, whose effortless style and flair see her seamlessly go from sidewalk to red carpet? Her style isn’t outlandish, but it captures that ‘it’ factor we all wish to capture in a bottle.
As for the Mini DolceVita collection, it’s the latest iteration of the original DolceVita which debuted in 1997 and was inspired by the very first rectangular Longines watch from 1927. It’s taken many forms since, embracing different sizes, colours, and materials, tied together by the recurring rectangular Art Deco shape.
Longines has released 11 different models within the new collection, ranging in price and style, meaning there’s something for everyone here. With its discreet profile, classic styling, and aesthetic variations that are at once timely and timeless, the Mini DolceVita is a small but mighty masterpiece that exquisitely expresses, in equal part, Longines’ quiet luxury and contemporary elegance.
The entire launch event, celebrating the new collection, the Ambassadors of Elegance, and the Italian sweet life, was truly special and the perfect welcome to the world for such a unique and chic timepiece.